To celebrate its 25th anniversary, Everbuild created its latest innovation – EB25, the ultimate sealant and adhesive. In direct response to customer insight and focus group research, we created the new sub brand and launch campaign. It positioned this high profile product exactly where it needed to be to achieve instant market share – selling over 100k tubes within the first 4 months.
The builders’ brand
Following their mantra of “trade users will only come back for great products, so that’s all we make”, Everbuild has seen its brand grow into one of the UK’s leading sealant, adhesive and building chemical manufacturers. Their new product brand, EB25, is another success story in the making.
A product brand built on heritage and reputation
Various research stimuli were produced to aid the creation and inform the final brand and pack design. Being bold and prominent helps to reinforce the product’s incredible strength and flexibility, as well as reassuring the trade of great results for the premium price tag. After all, why buy 3 products when 1 will do the same job? Weaving the ‘25 years of expertise’ message into the branding further bolstered the quality, innovation and kudos of the new product.
Over 500k YouTube views of the animation within 5 months
Using sector experience to get results
A strong brand approach is essential to achieve standout in this competitive retail environment. We applied our extensive knowledge of the building and DIY sectors to deliver activation ideas that we knew would resonate with all tiers of target audience from the builders merchants through to the end-users.
The launch campaign engaged at all physical and digital touchpoints throughout each customer’s journey, from trade marketing materials to help gain product listings through to video content, web ads and POS to create demand and pull sales through.
It looks bloomin’ gorgeous and we’ve had many compliments on how striking the packaging and the campaign are.Everbuild – Product Manager